Branding in the design community is a serious business. You have to be on point with everything to deliver a coherent, meaningful, striking and usable image. You are hired to create an image of a company. No matter the size, culture, place, language it has to work.
So when a branding job is featured here it has to strike all those points, right!? But what about unbranding?! Well you want to see a really cool project about unbranding for a MARKET?! Here it is.
Ragged Edge created this striking, edgy image for the Camden Market in London. Check it out!!
An antidote to corporate conformity.
We embraced the anarchic spirit of Camden to create a brand with an unshakeable commitment to originality.
With over 10 million visitors a year, Camden Market is the fourth most popular visitor attraction in London. But its owners had bigger ideas. They asked us to define and create a brand that would re-energise the market, making it relevant to a new generation of millennials.
Research & strategy
We immersed ourselves in the market, speaking to over 100 different stakeholders. From stall-holders, residents, workers and tourists, right through to the CEO, they were united by a common enemy. Conformity. Camden Market’s relentless commitment to originality and stubborn refusal to follow trends led us to a powerful brand idea: Unfollow Convention. A call to action as relevant to the Snapchat generation as it is to the market’s entrepreneurial heritage.
It was never about a logo. Instead, we set out to infuse the market’s irrepressible spirit across everything it touched.
Taking inspiration from the iconic Camden Lock sign nearby, we designed two bespoke typefaces: Camden Slab and Camden Sans. They give the market a distinctive voice, removing the need to plaster the logo everywhere. Each typeface has a range of weights, allowing the brand to speak to all sorts of audiences whilst remaining distinctively ‘Camden’.
Instead of a strict brand system, we created a set of tools to help people express the market’s tenacious spirit. A black and white colour palette to cut through the clutter. An unorthodox pattern made from the negative space in the typeface. And a brand frame to bring it all together.